Shanghai, China — While political relations between Beijing and Tokyo remain strained following recent controversial remarks by Japanese officials concerning Taiwan, Chinese consumers demonstrated a keen appetite for Japanese culture on December 6 when conveyor-belt sushi giant Sushiro opened its first two locations in Shanghai. Ignoring calls for boycotts, thousands of eager diners lined up, with some reports indicating wait times stretched up to an astonishing 14 hours, underscoring a significant disconnect between geopolitical tensions and consumer desire for popular international cuisine.
Political Friction Fails to Dampen Consumer Enthusiasm
The dual opening of the initial Sushiro venues in Shanghai—a major milestone for the brand—quickly became a viral spectacle, even garnering attention from Japanese news outlets like Kyodo News. The frenzy unfolded shortly after remarks made by Japanese Prime Minister Sanae Takaichi suggested that a cross-strait conflict involving Taiwan would inherently concern Japan, which exacerbated already frosty Sino-Japanese diplomatic ties. Despite this lingering political chill and official encouragement for the public to limit travel and cultural exchanges with Japan, the turnout at the new sushi restaurants was immense.
The sheer volume of customers arriving on opening day led to chaotic scenes. Reports confirm that as many as 700 dining groups attempted to secure a table, resulting in queues that wrapped around the blocks and compelled staff at one location to temporarily cease issuing queue tickets. This powerful consumer response suggests that for many in mainland China, dietary preference clearly supersedes political alignment.
Addressing the palpable tension, some patrons interviewed by media offered a succinct explanation. They indicated a clear desire to separate their leisure and dining choices from complex government policies, stating they were “not particularly concerned about politics.”
Sushiro Targets Massive Mainland Expansion
The enthusiastic Shanghai reception provides a potential springboard for Sushiro’s aggressive expansion plans across the Chinese mainland. Sushiro is operated by its parent company, Food & Life Companies, whose ambition to penetrate the massive Chinese market appears undeterred by the current political climate.
According to reporting by The Nikkei, Masahiro Yamamoto, the chief executive of Food & Life Companies, outlined specific growth targets that would dramatically increase the brand’s footprint in Greater China. The operational goal is to establish 222 outlets on the mainland by the end of September 2026. Looking further ahead, the company aims to exceed 500 locations across the region by 2035, cementing its status as a major international food provider in China.
Key Takeaways from the Shanghai Launch:
- Consumer Resilience: Geopolitical disputes are not reliably translating into consumer boycotts of popular international brands.
- Market Confirmation: The immense demand confirms China as a viable, high-growth market for mass-market Japanese food chains.
- Operational Challenge: Expansion requires robust infrastructure to handle unexpectedly high initial demand and extensive queuing.
The overwhelming success of Sushiro’s Shanghai debut offers a compelling cultural narrative: that while political discourse faces significant hurdles, the universal appeal of desirable cuisine can often transcend national borders and diplomatic friction. This dynamic not only benefits large chains like Sushiro, but also illustrates a potential path for other international lifestyle brands seeking growth in challenging geopolitical environments.